Money or mind? What matters most in influencing low-income earners to be energy efficient?

Abstract

Purpose

Designing a social marketing intervention for low-income earners requires an understanding of the key motivations. As part of the Low-Income Earner Energy Efficiency Programme, this study investigates the key factors that influence energy behaviours amongst Australian young low-income earners as part of the Reduce Your Juice social marketing programme. The authors also investigate the effect of gender.

Design/methodology/approach

An online survey of 753 low-income renters was conducted using validated measures. The data were analysed using structural equation modelling.

Findings

The two factors that had the highest influence on intentions for energy-saving behaviours was the “mind” factor of self-efficacy and “money” factor of price concern. There were gender differences in the effect of bill control and price concern on intentions for different energy efficiency behaviours.

Practical implications

This study provides guidance on the factors to emphasise when designing an energy efficiency programme for low-income earners.

Social implications

This study provides evidence for different motivations amongst low-income earners for energy efficiency programmes and that a “one size fits all” approach may not be effective.

Originality/value

While there is high interest in the public sector for motivating young-adult low-income earners to change their energy behaviours, little is known about the key factors that motivate intentions to engage in these behaviours.

Citation

Russell-Bennett, R., Mulcahy, R., Little, J.-A. and Swinton, T. (2018), "Money or mind? What matters most in influencing low-income earners to be energy efficient?", Journal of Social Marketing, Vol. 8 No. 1, pp. 2-23. https://doi.org/10.1108/JSOCM-08-2016-0039